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name: analytics description: Activate for marketing analytics, KPI tracking, reporting dashboards, attribution analysis, and performance optimization. Use when analyzing campaign data, creating reports, or measuring marketing ROI. license: MIT

Marketing Analytics

Performance measurement, reporting, and data-driven optimization.

When to Use

• Campaign performance analysis
• KPI dashboard creation
• Attribution modeling
• ROI calculation
• A/B test analysis
• Funnel optimization
• Report generation

Core Capabilities

KPI Framework

Load: references/marketing-kpis.md

Reporting Templates

Load: references/report-templates.md

Attribution Models

Load: references/attribution-models.md

Analysis Workflows

Load: references/analysis-workflows.md

Quick Reference

Core Marketing KPIs:

Category	Metrics
Acquisition	CAC, CPL, Traffic
Engagement	CTR, Time on Site, Bounce
Conversion	CVR, ROAS, Revenue
Retention	LTV, Churn, NPS

Reporting Cadence:

• Daily: Spend, impressions, clicks
• Weekly: Conversions, ROI by channel
• Monthly: Full funnel, trends
• Quarterly: Strategic review

Workflow

Campaign Analysis

1. Define success metrics
2. Pull data from sources
3. Calculate key ratios
4. Compare to benchmarks
5. Identify patterns
6. Generate insights
7. Recommend actions

A/B Test Analysis

1. Check sample size
2. Calculate statistical significance
3. Compare conversion rates
4. Determine winner
5. Document learnings

Report Output

Activate: assets-organizing skill for report file paths

Reports go to assets/reports/analytics/ with naming {date}-{report-type}.md

Template: references/report-templates.md

Reports include:

• Mermaid.js charts (pie, bar, flowchart)
• Prioritized recommendations table
• Actionable next steps with owners

Google Analytics 4 API

Setup

npm install @google-analytics/admin @google-analytics/data

Credentials: .claude/secrets/ga_service_account.json or google_client_secret.json

Scripts

Script	Purpose
scripts/ga-config-loader.cjs	Load credentials from .claude/secrets
scripts/ga-list-accounts.cjs	List GA4 accounts & properties
scripts/ga-run-report.cjs	Run custom reports
scripts/ga-auth-setup.cjs	OAuth authentication setup

Quick Usage

# List accounts
node .claude/skills/analytics/scripts/ga-list-accounts.cjs --summaries

# Run report
node .claude/skills/analytics/scripts/ga-run-report.cjs \
  --property=PROPERTY_ID \
  --dimensions=country,city \
  --metrics=activeUsers,sessions

API References

• references/ga-admin-api.md - Admin API (property config)
• references/ga-data-api.md - Data API (reporting)

Agent Integration

Primary Agents: data-analyst, campaign-manager, growth-specialist

Data Sources: GA4, Ads platforms, CRM, Email tools

Best Practices

1. Track leading indicators, not just lagging
2. Compare apples to apples (same timeframes)
3. Statistical significance before conclusions
4. Attribution ≠ causation
5. Report insights, not just numbers
6. Automate recurring reports